The Aid Attitudes Tracker and changing attitudes in

The Aid Attitudes Tracker and changing attitudes in the UK Will Tucker, Director Will Tucker Consulting will@willtuckerconsulting. com

Public opinion matters “We have to improve our communication to the public and explain better what we do, why and what difference it makes; in more creative ways. It’s not legislation that protects the 0. 7%. It is the attitude and commitment of the British Public” Penny Mordaunt, UK Secretary of State for International Development, 26 February 2018

Key Attitudes Increase or decrease when given budget info’ • Almost half the population is fairly or very concerned about poverty in poor countries (47%) • Almost equal numbers want to cut aid as see it stay the same or increase (49% cut: 45% stay the same/ increase) • Over half the population think that overall aid is ineffective (47% score 0 -3 on effectiveness scale 010) 7% 4% 14% 25% 27% 24% Increase a great deal Increase somewhat Stay the same Decrease somewhat Decrease a great deal Don't know

Support for aid spending has been improving Of its total budget of nearly £ 732 billion, the UK Government currently allocates 1. 6 percent — £ 11. 8 billion to overseas aid to poor countries. Do you think that the Government should increase or decrease the amount of money that it spends on overseas 60% 50% 40% 30% 20% 17 v- 17 No 7 p. Se l-1 7 -1 ay Ju 7 -1 M ar 17 M n- 16 Ja v- 16 Stay the same/ increase No 6 p. Se l-1 6 -1 ay Ju 6 -1 M ar 16 M n- 15 Ja v- 15 No p- 5 Decrease Se l-1 5 -1 ay Ju 5 -1 M ar 15 M n- 14 Ja v- 14 No p- 4 Se l-1 4 -1 ay Ju 4 -1 M ar 14 M n- Ja No v- 13 0%

Engagement with global poverty is declining. 70% Which of the following have you done, if any, to become involved with international poverty and development as an issue? (Showing responses for ‘Have done in the last year’) 66% 61% 60% 59% 58% 57% 55% 54% 50% 36% 5% 4% 5% May-17 5% Mar-17 5% Jan-17 17% 14% Nov-16 17% Sep-16 17% Jul-16 18% 16% May-16 18% 17% Mar-16 22% Jan-16 23% Nov-15 22% Sep-15 23% Jul-15 5% 28% Mar-15 6% Jan-15 Mar-14 Jan-14 0% 8% Nov-13 10% 19% 18% Sep-14 20% 29% 20% 19% Jul-14 22% 21% May-14 30% May-15 30% Nov-14 40% Read, watched or listened to a news article about it, including offline and online Used your voice to impact the issue (e. g. via social media, signing a petition, etc. ) Donated money to an organization focused on the issue Fundraised by asking for donations from others for a cause I am involved in (such as a charity, or trip) Purchased products/services or boycotted products/services related to the issue In the last 3 years we have: • Lost ~1/3 rd of donors • Lost ~1/3 rd of fundraisers • Lost ~1/5 th of those writing to MPs • Lost ~1/5 th of those using their voice to impact on the issue People who are right wing are least likely to be engaging with global poverty issues.

How our insight helps: Increase Propensity Target Audiences Trigger Engagement

Behavioural segmentation 7% 4% 34% 17% 37% Totally Disengaged Marginally Engaged Behaviourally Engaged Fully Engaged Informationally Engaged

Drivers of engagement Engagement Perceptions Analysis which shows that on average a change in audiences’ underlying perceptions (identified through responses to a cluster of questions) creates a change in the level of engagement ‘up’ and ‘down’. By changing perceptions we can increase and decrease propensity.

Underlying perceptions which drive engagement Increase engagement Decrease engagement • Positive views of moral obligation to help poor • Positive economic outlook (both national economy and household) • Social norms of engagement and positive attitudes e. g. • Negative attitudes towards immigration • Political interest • Negative views on waste, corruption, inefficiencies

Pity, Empathy and Emotions…

Two emotions matter most when triggering donation • Hope triggers binary decision to donate • Hope also increases value of donation • Anger increases value of donation

How the UK sector is using this Individual Organisations, cross-sector campaign and DFID are: • Targeting disengaged audiences and those who want to cut aid to reverse decline and improve environment for policy • Increasing propensity to support by using drivers to inform communications • Using trigger insights to shape fundraising and marketing materials and to inform their own testing regimes